Seongsu-dong in Seoul is the center of K-fashion, where unique showrooms and boutiques are lined up. You can also find the brands that became popular thanks to popular K-pop idols, such as BLACKPINK, NewJeans, and aespa, who frequently appear in their products. You will be inspired by their vibrant colors, bold designs, and restrained accents. If you want to fill your wardrobe with idol fashions this summer, go to Seongsu-dong.

| Matin Kim Flagship Store

Matin Kim, the brand that harmoniously captures seasonal trends and consistently appears in the daily looks of idol groups such as IVE, aespa, and ITZY, has a showroom in Seongsu-dong named “Matin Kim Flagship Store.” In addition to the items worn by idols, you can also find the “KIMMATIN” products, Matin Kim’s high-end products.

Denim skirt worn by IVE’s Jang Won-young

The secret of Matin Kim that captured female Gen MZ customers lies in its diverse range of denim items. Korean idols often wear denim to complete the young and free-spirited Y2K styles. The denim crop shirket and double-zipped denim mini skirt set that IVE’s Jang Won-young wore in the recent fan meeting features a slim silhouette and natural washing, creating a feminine vibe.

Matin Kim Flagship Store Café

The café on the ground floor serves beverages, while the second floor features brand pop-ups and exhibitions by new designers. Enjoy a unique fashion tour at Matin Kim Flagship Store, which simultaneously offers shopping and exhibition experiences.

| EQL Seongsu

“EQL” is the largest boutique in Seongsu-dong that blends domestic and international fashion and lifestyle brands. It has a wide variety of brands, which cannot be easily found in offline stores, and diverse items, including shoes, accessories, and miscellaneous goods, making it comfortable to shop in one space.

AMOMENTO’s dresses worn by NewJeans members

Notable K-fashion brands loved by many K-pop idols include AMOMENTO, MSCHF, and THE MUSEUM VISITOR. These brands present a trendy Girlcore mood, which has emerged as a 2024 S/S trend, followed by Gorpcore and Balletcore , which became a unique genre beyond a trend. In particular, AMOMENTO is a Korean designer brand spotlighted in EQL, offering a static yet sensuous mood. NewJeans members are also known to love this brand. Heyin wore its volume mini dress as personal wear, and Hanni and Danielle wore the brand’s indigo straight-leg jeans in the music video and on stage for their new song “Bubble Gum.”

EQL outdoor café

EQL is like a cultural complex where you can enjoy diverse brand pop-ups and exhibitions, as well as food and beverages at the café. Come and have fabulous fashion and artistic experiences.

* This column was last updated in June 2024, and therefore information may differ from what is presented here. We advise you to confirm details before visiting.